Black Friday Emails: Stop Growing Your List
"BFCM is a funnel clearing event, not a list growth event."
Jimmy Kim has spent 18 years in email. He built an in-house email tool for his men's clothing store, turned it into Sendlane, and built his own sending network along the way. Now he co-hosts Send It! with Chase Dimond. His view of Black Friday: stop casting a wide net and move every segment one step down the funnel.
Jimmy explains why you ramp send volume in October instead of November, how many emails to send on Black Friday and to whom, and why a new product launch beats another discount.
TIMESTAMPS
00:00 Intro
00:56 The biggest Black Friday email mistake
02:14 From a men's clothing store to an email platform
04:06 October: VIP early access and segments
07:14 Identity resolution: where it works
08:19 Sunsetting prospects vs. lapsed buyers
12:31 Deliverability: ramp volume now
15:51 The send calendar: teasers and early access
20:11 How many emails on Black Friday
21:22 SMS is not an echo of your email
22:24 Offers: launch a product instead of discounting
26:25 The post-BFCM lag and the second purchase
27:23 Speed up your flows for BFCM
GUEST LINKS
The eCom Email Marketer newsletter: https://ecomemailmarketer.com
Send It! podcast: https://www.youtube.com/@SendItPodcast
SPONSORS
Swym - Wishlists, Back in Stock alerts, & more: getswym.com/kurt
Promo Party Pro - Free gifts that drive bigger orders: apps.shopify.com/promo-party-fgwp
Zipify - Build high-converting sales funnels: zipify.com/KURT
WORK WITH KURT
Apply for Shopify Help: ethercycle.com/apply
See Our Results: ethercycle.com/work
Free Newsletter: kurtelster.com
The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who've built thriving ecommerce businesses.
